Walmart expands mobile-friendly features of seasonal toy catalog

Dan Berthiaume
Senior Editor, Technology
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For the second year in a row, Walmart is providing scannable access to digital content and services from its printed seasonal toy catalog.

Walmart is once again partnering with Digimarc to include app-based features in its toy catalog. New for 2020, Walmart has added exclusive content to the catalog, accessible via the Walmart app, which incorporates the Digimarc auto-identification platform. By scanning select pages or toys, consumers gain access to exclusive kid-friendly content about their favorite toys.

And as in 2019, customers can use their smartphones to shop directly from the pages of Walmart's toy catalog. The digitized experience – 'Scan & Shop powered by Digimarc' – lets customers scan and shop hundreds of toys via the Walmart app.

To initiate the Scan & Shop powered by Digimarc experience, consumers open their Walmart app, select the barcode icon in the search bar and point the camera at the catalog. The Walmart app detects Digimarc and delivers the interactive Scan & Shop experience.

Walmart is also leveraging the Digimarc platform to provide consumers access to the Walmart Wonder Lab by scanning select toys in the catalog with the Walmart app. Created in partnership with eko and offered for the third straight year, the Walmart Wonder Lab allows kids to virtually unbox, test and play with toys.

Furthermore, Walmart is offering a dedicated Instagram page featuring holiday toy selections with the hashtag #WalmartToyBoard.

"This holiday season, the Digimarc platform delivers new capabilities, such as direct activation of exclusive content and Walmart Wonder Lab, for Walmart consumers and important consumer insights for company executives," said Bruce Davis, chairman and CEO, Digimarc. "We are excited to help Walmart consumers experience more interactive shopping and access to exclusive content this year."